If the literature is a touchstone mirroring the life, and the advertisement will express mostly the social phenomenon and crowd psychology. Starting the advertisement cases will be a good method practical and basic to understand multi-level of the culture. One advertisement word must be the language most delicate and concentrated. Because it must use a couple words or one sentence brief to express characteristic of product and attract readers' attention; so far as to leave a deep impression on readers, and let readers never forget. The cultural meaning of the times, literary flavor, and art feature can be expressed by its originality and ingenious thought in the area, further promote the improvement and creation of society and culture. The purpose of this research is to classify the type and function of advertisement's language and words' description, further approach social value of ”quantity's increase” and cultural significance of”quality's improvement of Taiwanese advertisement.
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